Einen kaputten Sales Funnel reparieren

0:00Hi. Hi, Alex. My name is Dr. Ann Truong and so I'm a medical doctor who specialized in sexual health um and currently we're at 3.8 would like to get to 10 mil uh or more a year and so uh what is stopping us is that we I use your AI Okay. and it it says that we don't have a traffic problem cuz all of my traffic come from YouTube. It's really more of acquisition problem. Okay. And so uh after talking to you a few months ago we started putting in uh in our applications that we have a funnel as an application with questions that qualify and disqualify and then uh through uh a calendar with them schedule with our sales team.

0:54>> Okay. So what happened was that we ended up getting a lot of uh disqualified it's uh disqualified uh applicants which we then down sell supplements uh for and our online coaching program. Okay. But that doesn't make as much money as our in office treatment which is from 15,000 to 20,000 as well which we really want to uh focus on. Right. Uh so what the question is you know and like are we doing something wrong in that application process? How can we get more qualified high ticket

1:33>> Yeah. um applicant uh to the to the sales uh call. Okay. Two things. >> So we what what we had trouble in the past was that we had too many in the sales call that weren't qualified. Now we don't have enough and you know what how do we >> you don't have enough but so you added friction and you got and and you have disqualified people who are booking.

1:57Did the percentage of qualified people go up when you added friction or down? Oh no, go down. The percentage went down? So you got more unqualified people by adding friction to your process. Yes. That makes no sense. Yeah. We well we we just put in filters that's like as you notice it's not on insurance covered you know this is

2:21>> Yeah. uh um the price and they click no with you know meaning that that uh they don't want to move forward. So that would disqualify. That was the only two disqualifiers we had. So so but those people got disqualified so you didn't have to talk to them. Well, they get disqualified. They don't get to the they don't get they don't see the calendar to schedule with our sales team. >> That's good, right? That means the percentage of qualified on the calendar went up, right?

2:50Um Well, you know compared No, not necessarily. How? Hold on. Hold on. What are we talking about here? No, no. Listen to me. Listen to me. Listen to me. How is that possible? If you say there's 100 people, half of them are disqualified, they hit the disqualified button, then half of them that come through are not disqualified anymore. That means the percentage goes up. I want to make sure we're talking about reality here. Are we like are we on the same page? Percentage went up, not absolute percentage. Yes?

3:18I want to help. You're just making my job hard. So percentage went up, correct? Yes. Okay. Percentage went up. So are we saying that the absolute amount went down? Yes. Great. Now of the people that did show up to the call, were they more qualified than before? Um Well, you know our close rate was better. Okay. So the quality went up.

3:43Yes. Okay. So the reason I'm orienting you is so that we can actually solve the input output problem. So you had too much flow, we added friction, that increased the quality of the throughput, but then it decreased the amount which means mission accomplished. The next thing we have to do is drive more in the front end so that we can have a higher absolute amount of throughput that's all quality, right? Yes, that makes sense. Okay. Two options.

4:08You can do them both. Option number one is that the type of content that you're making needs to cater better cater to the avatar that you're looking for. Mhm. How do I know that? How do I find that out? >> Well, one the easy easiest thing you can do right now is email all of your existing customers and give them some sort of prize some sort of giveaway something to get them to respond and say, "Hey, what piece of content you come in on?" Or what type of content if that's easier. Um and you can have probably four or five buckets of content that you currently make and they will tell you which one it was.

4:45On the sales call you can also add a question, "What type or what video got you uh here?" Cuz that'll start orienting what type of thing. Now you're also in person so like when I ask people who show up uh at a workshop here in person I say, "Hey, what type of content do you like?" If I say, "Hey, do you like a brutally honest video that's about mindset things like that?" There's a certain percentage of there there but if I say, "Hey, do you like the CashFlowGuys video where I do a breakdown of the businesses?" The entire room's hands raise. And that's a room where the average person's doing $4 million a year. Those videos do less views than me talking about general mindset stuff cuz it's just a smaller audience.

5:20Got you. I I know what you're talking about. >> Yeah. So number one >> the list. Yes. To figure out what type of content translates to quality not quantity. quality Okay. Okay. That's thing one. Mhm. And then thing two in your YouTube mostly used to YouTube, correct? Yes. Okay, got it. Your How big's the following you have on YouTube?

5:48Um 150,000. Okay. It's probably big enough. Have you run Meta ads before? Uh we did and we ran Meta ads and the applicants weren't qualified so we kind of stopped doing that. We're we're trying to do a YouTube retargeting uh ads to the people that watch my video and then we got shut down by Google in 3 days. >> Cuz it was sex cuz it was sex related, right?

6:14Yeah. Yeah, so I think that if you audit your page to make sure that it's compliant um and try and relaunch it, that's probably a good idea. The retargeting is going to be kind of the low hanging fruit cuz these are people who already clicked over there and so that's just going to nudge them along the funnel. But the real unlock for you is going to be paid ads on either Meta or YouTube or both. I think that Meta will be easier for you to crack even though you have a YouTube audience because those people also have Instagram and Facebook accounts.

6:44And I'm going to bet that [clears throat] when you ran the Meta ads before, was that before you did this process of adding friction? Yes. Right. >> Mhm. So it makes sense. So you ran you ran basically open targeting to something that had no had no funnel for friction. We now have fixed the sales process so we fixed that problem. Now we have to fix the traffic problem. So we're going to increase the quality of the traffic with the type of content you're making and we're going to increase the quantity of traffic by soliciting the audience more times and more places by running ads on Meta and YouTube and running them through our now better converting process by percentage.

7:20Okay. So you feel that Meta is appropriate. Yeah. 100% people who are there Well, I think it'll be easier. Meta is just I would say is easier for people to crack when they're starting. Okay. Got it. >> And then run them through the same funnel. And let me tell you the type of content that you should use. So do you make shorts? Uh-huh. Okay. Find the shorts that are save-worthy rather than share-worthy.

7:46All right. So the type of things that are like lists of of processes and steps stuff where you really teach stuff that did medium well. Those are typically going to be the ones that have the highest purchase intent. Do you have an Instagram? Uh yes, we do. Do you make do you post your reels there? Uh it's really repurposed Yeah, that's fine. That's fine. That's fine. When you look I want you to look at the last year, look at the one that has the the highest saves to likes percentage so the most saves and run the top 10% of those as ads on Meta and then direct them down the funnel that we just fixed.

8:26And if you want, do people fly in for your services or no? I'm sorry, what's the question? >> fly into your services? Uh-huh. Okay, then fine. You can run it national. >> [clears throat] >> Yeah, do they they come from all over. Great. Then yeah, you can run it as a national play. Yep. Run it as a national play. Okay. Great. Yeah. We fixed one problem.

8:51We Now we have the next one. Yeah, perfect. You got this. >> [laughter] >> Thank you so much. >> You bet. All right. I'll talk soon. Good luck. I'll see you on the inside of the group. All right. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.